Index

Account issues, 188

Account ownership, 188

Account status, 186–187

Acronyms, 96–97

Advocates, 173–175

Airtable, 77–78

Altruists, 41

Amplified word of mouth, 7

Audience, 11

Authority, 143–144

Blogs, 135

Boomerangs, 41

Brand advocates, 137

Brand ambassadors, 151

Brand awareness, 20, 77

Brand voice, 68–71, 188–189

Branson, R., 130

Business-to-business (B2B) market, 75–78, 96

Business-to-customer (B2C) market, 77

Call-to-action, 99–100

Campaign, 128

Careerists, 41

Celebrities, 151, 155–156

Clear and conspicuous disclosures, 162–165

Coca-Cola Company, 1–2, 85–86, 181, 182

Co-creation, 14

Collaborative word of mouth, 7

Commitment, 145–147

Communication, 12, 13

Company-generated communication, 17

Competition, 59–60

Compliance, 187

Connectors, 41

Consistency, 145–147

Consumer base, 58–59

Consumer content, 16

Consumer feedback, 5

Consumer influencers, 137–138

Consumer reviews, 11, 19

Consumer satisfaction, 21

Content, 128

Content marketing, 83–84

Copyright, 193–194

Creative strategies, 94–95

Crocs, 193

C-suite, 129–131

Customer services, 71–73

Deception, 158

Disclosure, 176–179

Earned media, 6

Electronic word of mouth (eWOM), 8–11

Emotional arousal, 91–93

Emotional capital, 130

Employee advocates, 131–137

Employee endorsements, 175–176

Employee engagement, 61–62

Endorsers, 173–174

Everyday consumers, 22, 85, 137, 148

eWOM. See Electronic word of mouth

Executive buy-in and support, 60–61

Explicit sharing, 39

External influencers, 122

Facebook, 134

Federal Trade Commission (FTC)

commonly asked questions, 172–179

definition of, 157–158

disclosure, 161

endorsement guidelines for clear and conspicuous disclosures, 162–165

industry regulations, 168–169

material connections, 159–160

method of disclosure, 165–168

responsibilities, 161–162

FTC. See Federal Trade Commission

Full URL, 129

Hashtags, 101–102

Hipsters, 41

IBM, 76

Image attributes, 110–112

Implicit sharing, 39

Independence, 187

Influencers, 173–175

consumer, 137–138

employee advocates, 131–137

external, 122

identifying and hiring, 124–126

internal, 129–131

Klear’s influencer informational guidelines, 126–127

launch and build, 136–137

macro, 123

mega, 122–123

micro, 123–124

mid-tier, 123

nano, 124

overview of, 121

programs and compensation, 43, 126–127

reach, 125

relevance, 125

resonance, 125–126

risk, 125

social media platforms, 133–135

Innovation, 64

Instagram, 134–135

Internal influencers, 129–131

Legal and regulatory issues, 23. See also Federal Trade Commission (FTC)

Length, 95–96

Liking, 148–149

LinkedIn, 134

Links, 100–101

Lord & Taylor, 156–157

Macro influencers, 123

Maersk Group, 76

Marketing

communications, 65–67

implications, 46–47

Medium, 128

Mega influencers, 122–123

Message valence, 91–93

Micro influencers, 123–124

Mid-tier influencers, 123

Musk, E., 130–131, 134

Nano influencers, 124

New York Times, 41

Official accounts, 186

Online media, 6

Organic word of mouth, 7

Owned media, 6

Paid media, 6

Paid social influencers, 122–124

Personal accounts, 11

Persuasion principles

authority, 143–144

commitment, 145–147

consistency, 145–147

liking, 148–149

reciprocity, 141–143

scarcity, 145

social proof, 147

Pinterest, 30, 37, 40, 100, 105, 108–111

Policy statement, 186

Public information, 57–58

Quotes, 102

Reciprocity, 141–143

Regulations

industry, 168–169

laws and, 185

SAP. See Systems Applications and Products

Scalability, 13

Scarcity, 145

Selectives, 41

Shopify, 76

Shortened URL, 129

Slack, 76–77

Social B2B companies, 75–78

Social business

definition of, 55

overview of, 53–55

in sWOM, 22

Social business maturity model

brand voice, 68–71

competition, 59–60

consumer base, 58–59

customer services, 71–73

employee engagement, 61–62

executive buy-in and support, 60–61

humanizing brand, 67–68

human resources, 64–65

innovation, 64

marketing communications, 65–67

maturity phase, 74–75

presentation of, 56

public information, 57–58

social connections, 58

strategic insights and execution, 63–64

transition phase, 61

trial phase, 55, 57

Social connections, 58

Social consumer, 44–45

accessing social media, 32–33

definition of, 29–30

description of, 30–32

levels of engagement, 34–35

social influencers, 43–44

social listener, 35–38

social sharers, 38–43

Social influence, 43, 141, 150

Social influencer, 43–44. See also Influencers

examples, 156–157

success, 127–129

Social listener, 35–38

Social media

deception, 158

employees on, 169–171

engagement, 20

Social Media Advisory Board, 182–183

Social media engagement pyramid, 34–35

Social media policy

company culture, 181–182

copyright on, 193–194

distributing feedback, 186

drafting document, 186

introducing, 191–192

necessity of, 180

periodic review, 192

purpose of, 180–181

research, 183–185

Social Media Advisory Board, 182–183

Social media policy inclusions

account issues, 188

account ownership, 188

account status, 186–187

approved platforms, 186

best practices, 189–191

brand voice, 188–189

legal issues, 188

policy statement, 186

Social proof, 147

Social sharers, 38–43

Social word of mouth (sWOM)

definition of, 10

examples of, 20–21

explanation of, 10–11

importance of, 19–20

scope of, 12

typology of, 16

Source content, 128

Sour Patch Kids, 157

Storytelling

content and, 88–91

creative strategies, 94–95

keys to successful, 86–88

message valence and emotional arousal, 91–93

overview of, 83–84

in sWOM, 22

textual, 95

visual, 102–103

visual analytics and commerce, 108–109

Strong ties, 10

Structuring influencer programs, 126–127

sWOM. See Social word of mouth

Systems Applications and Products (SAP), 78–79

Teami, 156

Termination, 187

Terms, 128

Textual storytelling

acronyms, 96–97

call-to-action, 99–102

hashtags, 101–102

length, 95–96

links, 100–101

quotes, 102

word choice, 97–99

Tourism Australia, social sharing

authority, 150–151

commitment, 151

consistency, 151

liking, 151–152

overview of, 149–150

reciprocity, 150

social proof, 151

Traditional word of mouth, 6–8

Twitter, 133–134

Unofficial accounts, 187

Urchin Traffic Monitor (UTM), 128, 129

URL, 127–128

User descriptors, 12

UTM Tag Builder, 129

Viral marketing, 7

Visual analytics, 108–109

Visual commerce, 108–109

Visual storytelling

not for options, 107–108

photos and consumption practices, 105–106

popularity, 104–105

power of images, 103–104

videos and other digital assets, 106–107

Weak ties, 9–10

WOM. See Word of mouth

WOMM. See Word of mouth marketing

WOMMA. See Word of Mouth Marketing Association

Word choice, 97–99

Word of mouth (WOM)

electronic, 8–10

importance of, 3–4

organic, 7

reasons for, 2–6

social. See Social word of mouth marketing (sWOM)

traditional, 6–8

Word of mouth marketing (WOMM), 2–6, 84

Word of Mouth Marketing Association (WOMMA), 3

YouTube, 5, 29–32, 35